JSW Steel signs Rishabh Pant as brand ambassador

06 Feb,2020

By A Correspondent


JSW Steel has signed cricketer Rishabh Pant as its brand ambassador to promote its steel products which include JSW Colouron+ colour-coated sheets and JSW Neosteel TMT bars, for a three-year period.


According to Parth Jindal of JSW Group: “JSW Group’s philosophy – ‘Better Everyday’ guides us to positively improve all the lives we touch. It enables us to hold a unique and differentiated place in the minds of our customers. Our continued focus on making high quality products and ensuring that they are easily accessible to consumers across India lets us to participate in building a modern India. As a brand we believe that we are young, hungry, fearless and world class, the same traits we see in Rishabh Pant. We are thrilled to have Rishabh as our brand ambassador and have no doubt that this partnership will be beneficial and increase the recall for the JSW Neosteel and JSW Coloron+ brands.”


Added Harsh Bhatt, Executive Vice President: “Unlike advertising for FMCG and Durables, advertising for a category like coloured steel roofs and TMT bars is always unique given the low consumer involvement in these categories.  Our first strategic intervention was to look for a sweet-spot that impacted the consumer enough to care for these purchases and willing to pay a premium for them. JSW Colouron+ roofing sheets and JSW Neosteel TMT bars have a distinct quality advantage over other product offerings in the market. All we had to do was communicate that in an exciting way. The addition of Rishabh Pant in the mix made matters a lot easier for the creative team where facets of grip, durability and strength of the products were compared to everyday things. The quirk in the situations are intentionally exaggerated to make the right point.”



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